For over seventy years, União Zoófila has sheltered abandoned animals in Lisbon, yet its visual identity no longer reflected its social impact. The rebrand strategy centered around a single, powerful word, “Fica” (Stay), as both a typographic and emotional anchor. At its core lies Rafeira, a custom typeface inspired by the neighborhoods of Lisbon and the resilience of straight pets. Its irregular letterforms transform imperfection into empathy, creating a visual language of care and permanence. The identity system extends Rafeira’s DNA across motion, print, and digital applications through adaptable grids, modular layouts, and expressive typography. Every element was taken in consideration to reinforce the message of belonging to the community, reinterpreting the act of adoption not as a transaction, but as a lasting commitment, a promise to Stay ("Ficar").